More fundamentally, companies underestimate the great, untapped potential of UX professionals to leverage their deep understanding of customers at a strategic level within an organization. It’s time that we expand the role of User Experience beyond execution, beyond output, and yes, even beyond design.

Really great piece here, looking at UX as a product owner. In the near future, the most valuable product owner is one who wields more than just an MBA to make “business decisions.” They drive product strategy through an understanding of customers and their behaviors, and how technology can influence the forces of change in their lives.